James Curran, CEO and founder of STAQ, wrote an op-ed for
AdExchanger saying
programmatic TV and selling audiences cross-screen aren't quite living up to
expectations yet. Most programmatic TV still takes manual planning, trafficking and reporting, Curran wrote, adding, "Cross-screen is even farther from a reality, where contract, delivery,
optimization, measurement and billing are all done completely differently on TV compared to digital channels."Streamlined pricing, as well as building a powerhouse
first-party audience across channels, should be priorities, Curran wrote.
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